RONA inc., one of Canada’s leading home improvement retailers operating and servicing some 425 corporate and affiliated stores, has launched its new visual identity for stores owned by RONA affiliated dealers. The goal of this initiative is to turn the spotlight on RONA independent dealers by showcasing their entrepreneurial side, while leveraging the notoriety of the RONA brand.

Introduced at RONA Connexia last November, this renewed identity is part of the company’s strategy to reposition RONA, as the company goes back to its roots and entrepreneurial DNA to deliver on its ambition to operate the strongest network of affiliated dealers in Canada.

“Our network of affiliated dealer stores is a key priority for the organization and, as such, we are investing to help our dealers stand out even more in their respective markets. We are proud to have welcomed more than ten new affiliated dealer stores since the beginning of the year,” says J.P. Towner, President and Chief Executive Officer of RONA inc.

“Our dealers have been an integral part of our organization since the very beginnings of RONA, an iconic brand with nearly 85 years of history. They are present across the country, and are often pillars in their communities. The entrepreneurial and committed values of these families in business are an essential element of RONA’s success, and I’m proud to be part of a company that supports independent dealers in such a wonderful way,” says Alain Ménard, Senior Vice-President, RONA Affiliated Dealers at RONA inc.

RONA Iberville, in the province of Québec, is the very first RONA affiliated store to showcase the complete new visual identity, and will shortly be followed by RONA Manotick, in Ontario. Interior and exterior signage has been modernized to highlight the entrepreneurship, unique history, and community spirit that characterize RONA affiliated dealers:

• Creation of a logo specific to dealer owners, which includes their company name, to help customers easily identify RONA stores owned by independent dealers.
• Design of a new outdoor pylon bearing the words “Dealer Owner”. 
• Design of a sticker to be displayed in the main door of the stores, bearing the words “Dealer Owner” and the year the stores were founded.
• Creation of wall panels presenting the history and values of each store.

“The unique history and strong local roots of each affiliated store are differentiating elements, and we wanted to clearly highlight them with this new visual identity,” says Catherine Laporte, Senior Vice-President, Marketing and Customer Experience at RONA inc.

To see what the new visual identity for RONA affiliated dealers looks like, watch the video made at RONA Iberville during the installation of the various elements as part of this program.

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